Consumer Products

The manufacturers and retailers of CPGs face an exciting but unpredictable future, because they are at the intersection of several strong trends:

• Price volatility due to supply chain adjustments, rising costs, and the recognition that price elasticities are lower than previously believed
• Behavioral shifts as consumers trade down, look for bargains, and seek alternative package sizes in response to inflation and uncertainty
• Proliferation of data and analytics which creates unprecedented opportunities for localized pricing and personalized communication

Retailers and CPG companies traditionally play the Uniform Game with consumers, though many are seizing opportunities to play the Choice Game or Dynamic Game as their analytical skills and insights improve. Retailers and CPG companies also play the Power Game in their negotiations with each other.